Community Management Metrics
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Transcript of Community Management Metrics
Online Community Metrics A community must support business goals
and the goals of the current (and prospective) community members
themselves. Three things to remember 1. If the business goals are
not dened, the community risks being feature-driven and may suffer
from shiny-object syndrome. 2. If the community members are not
involved in the success- denition process, the community risks
being irrelevant to its members. 3. If business goals are undened,
or if community members themselves are not involved in the denition
of the community (its for them, after all), the communitys risk of
failure grows substantially. Types of community metrics There are a
number of types of community metrics that can tie to the business
goals: Financial Metrics Activity Metrics Other Metrics Source:
Measuring the Success of an Online Community, Strategy and
Leadership, v. 28.2, 2000 Possible Financial Metrics Advertising
performance Conversion from free to paid memberships Membership
renewals (retention) Product renewals Product upsells Other sales
Cost savings from customer service Cost savings from tech support
Leads to partners (referral fees) Source: Online Community Research
Network Possible Activity Metrics Unique visitors New registered
members Page views Most active members Top searches New posts per
month Length of time on site First time contributions Content
ratings Ratio: Registered to unregistered users Ratio: Page
views/post Ratio: Posts/thread Source: Online Community Research
Network Possible Activity Metrics (cont.) % Content with tags
Comments/post Ratio: Searches/post # Podcasts uploaded # Photos
uploaded # Videos uploaded # Member posts Size of networks/buddy
lists Product trial downloads Other Potential Community Metrics
Topic measurement (I.e. # discussions/activity on site around
target topics) Member satisfaction Mentions by inuencers Reputation
changes Awareness Inbound links Innovation (e.g. # new product
ideas sourced from community) Online Community Metrics